Assortment management in retailing

Asortiman robe je temeljni element koji određuje identitet i predmet poslovanja trgovinskog poduzeća. Sukladno tome, određivanje optimalnog asortimana je od velikog značaja za poduzeće. Pravilnim odabirom asortimana trgovinsko poduzeće utječe na svoju profitabilnost i lojalnost, a time i na stvaranje čvrstih odnosa s kupcima. Kroz rad su objašnjene temeljne postavke oblikovanja asortimana trgovačke robe te izgradnje njegove privlačnosti na tržištu. Vizualnim pozicioniranjem i uvođenjem trgovačke marke asortiman postaje konkurentniji i osigurava trgovinskom poduzeću jačanje pozicije na tržištu. Istraživanjem koje je provedeno za potrebe ovoga rada ispitane su preferencije i sklonosti kupaca prema različitim veličinama asortimana te njegovom vizualnom pozicioniranju u maloprodaji. Zaključeno je da se preferencije kupaca razlikuju ovisno o kategorijama robe kojima žele zadovoljiti svoje potrebe te da pozicioniranje robe uvelike utječe na njihovo kupovno ponašanje.The retail assortment is a fundamental element that determines retailers identity and his object of business. Accordingly, determining the optimal assortment has a great importance for the company. By choosing the right assortment, a retail company influences its profitability and loyalty, and thus the creation of strong relationships with customers. The paper explains the basic assumptions of designing the retail assortment and building its attractiveness in the market. Through visual positioning and the implementation of private brands, the assortment becomes more competitive and provides the retail company improvement in its market position. The research cunducted for the purposes of this paper examined the consumer preferences towards different sizes of assortments and its visual positioning in retail. It was concluded that consumer preferences differ depending on the categories of products they need and that product visual positioning (merchandising) greatly influences their purchasing behavior